To celebrate 50 years as thought leaders in experience design, the non-profit SEGD partnered with us to strategically create a brand framework and voice that would redefine their organization for the next 50 years. SEGD is a multidisciplinary community of designers and fabricators who create environments that connect people to place and enrich the human experience. With five decades of history, it was time to update how SEGD communicates to reflect not only a practice that is constantly evolving through new technologies but also its evolving membership and audience.

SEGD asked us to create a brand framework highlighting how their education and advocacy work supports the designers shaping how people move through the world while illustrating the value of experience design for potential partners like government agencies and institutions. We were mutually inspired by the power of experience design to transform spaces to be more inclusive and intuitive, emotive and engaging, sustainable and shared. Through deep research and stakeholder interviews, we renovated SEGD’s brand framework to streamline and activate this mission, speaking to legacy members and furthering SEGD’s goal of welcoming emerging designers into the organization.

In addition, we developed authentic and accessible copy, perfectly tailored for a sleek yet expansive website, spanning 25+ unique pages, highlighting their 50-year industry leadership and future vision.

DELIVERABLES

Brand Positioning

Mission, Vision, Values

Brand Articulation & Voice

Evolving the definition of “Experience Design”

Web Copy (25+ pages)